Friday, April 6th 2018
In Aftermath of NVIDIA GPP, ASUS Creates AREZ Brand for Radeon Graphics Cards
Graphics card manufacturers are gradually starting to align their gaming brands with NVIDIA to get admission into the exclusive GeForce Partner Program (GPP). Although there isn't any official confirmation on behalf of the NVIDIA AIB partners, small but significant changes are starting to become evident. The first example comes from Gigabyte's Aorus gaming line. Gigabyte currently offers the Gaming Box external graphics enclosure with a GeForce GTX 1070, GTX 1080, or a Radeon RX 580. If we look at the packaging closely, we can clearly see that the RX 580 box lacks the Aorus branding. However, Gigabyte isn't alone though. MSI is apparently in favor of GPP too as they remove all their Radeon Gaming X models from their global website. Take the Radeon RX 580 for instance. The RX 580 models from the Armor lineup are the only ones present. Surprisingly the US website still carries the Gaming X models.
The latest rumor suggests that ASUS is the third AIB partner to jump on the GPP bandwagon. The Taiwanese manufacturer is allegedly creating the AREZ brand to accommodate their Radeon products. The AREZ moniker probably alludes to the Ares series of dual-GPU graphics cards historically centered around AMD GPUs. If this rumor is true, the Strix, Dual, Phoenix, and Expedition Radeon models are going to fall under the new AREZ branding. ASUS might even go as far as dropping their name from the AREZ models entirely.
Update 17/04/2018: ASUS has officially announced the 'AREZ' brand here.
Source:
VideoCardz
The latest rumor suggests that ASUS is the third AIB partner to jump on the GPP bandwagon. The Taiwanese manufacturer is allegedly creating the AREZ brand to accommodate their Radeon products. The AREZ moniker probably alludes to the Ares series of dual-GPU graphics cards historically centered around AMD GPUs. If this rumor is true, the Strix, Dual, Phoenix, and Expedition Radeon models are going to fall under the new AREZ branding. ASUS might even go as far as dropping their name from the AREZ models entirely.
137 Comments on In Aftermath of NVIDIA GPP, ASUS Creates AREZ Brand for Radeon Graphics Cards
That WCCF article is way too rosy to be remotely accurate.
Whatever comes after Navi might be exciting because, apparently, Navi is the last of GCN.
Nvidia offers Asus a way to make more money due to some sort of program which requires exclusiveness. Asus is'nt forced to say Yes but they do. They are willing to set aside the brand for just Nvidia only.
Still does'nt change my mind for buying AMD cards now and in the future. If it's from Asus, Sapphire or Gigabyte, all those brands are good.
Cooling, good VRM is what matters on cards.
Speaking of which; AMD controls a important market which is the Console, as more and more devs are extracting more and more power from AMD chips these days. The AMD eco system in games was a very smart move.
gaming.radeon.com/en/radeon-a-gamers-choice/
If there's anything unethical here, it's trying to bleed sales of a competitor's brand reputation. It's the AIB partners making the decision here not nVidia; nVidia put a proposal on the table ... if you partner with us to create a premium line where we unlock power, voltage and boost limits to help you build your brand, then we do not want that investment of our time, effort, and money to be diluted by allowing our competitor to use the same brand name. They have the right to do that. MSi can certainly decide "OK, we are going to use the Gaming X moniker for our AMD gaming line and pick a new name for our nVidia line". But is that in MSI's interests when 83% of the Gaming X cards thay have sold were 1060 - 1080 Ti's ? ... of course not. This is why football teams can't wear the same jersey ... why phones can't use the same product name, why I can't sell shoes with a Jimmy Choo logo. If consumers want to buy a card with AMD or nVidia techhnology, they shouldn't have to read the fine print to see what they are getting.
I'm all for AMD returning to competitiveness at the high end but whining that they can't use the same brand name as their competitor to my eyes screams "we want you to believe we are as good as them". If you believe that your next gen cards are better, then you should be striving to differentiate yourself, not copy them.
Quarter pounder is trademarked by Mc Donalds 1973
Shelby is also trademarkedROG was started with motherboards, in fact it was an AMD motherboard. GPUs werent even part of the ROG brand until 2+years later. The ROG brand was established by then.Football (or other sport) teams are trademarked by their league.
Phones (depends on the phone) can be either trademarked, registered trademarks or both.
:banghead:I know this is a hard question to even think about for you but why would Nvidia ask for exclusive game branding if it thought their hardware as you put it "made the brand" ? Why go after an existing brand from AIBs and OEMs that have a mix product stack from PSU, MB, Headsets, Mouse, Keyboards etc.
It wants that established Brand association to boost sales in their favor.